A Cure for the Heartburn of Internet Advertising

Astra Merck Inc. (AMI) launched a promotional site aimed at helping heartburn sufferers find appropriate treatment for their symptoms.

The Web site, named the “24 Hour Acid Control InfoCenter,” supplements the AMI direct-to-consumer advertising program for Prilosec, the company’s prescription medicine for acid-related gastrointestinal disorders.

AMI launched its direct-to-consumer print and television advertising program for Prilosec last spring.

The site provides information and instruction on frequent heartburn which helps patients determine if symptoms they experience warrant evaluation by a physician.

Other AMI sites include a Web zine called Between Rounds for physicians and others in managed care. In addition, as one of the corporate sponsors for Physicians’ Online, AMI has given an educational grant for that service’s Gastroenterology Therapy Online (GTO) site; it also is a sponsor of Better Health & Medicine, which was launched in 1993 as the first consumer oriented interactive online service on health issues.

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